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Marketing y estética
by Bernd Schmitt, Alex Simonson, Bernhard Bueb · Deusto · tapa blanda · 368 pages
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Pages: 368 pagesAuthor: Bernd Schmitt, Alex Simonson, Bernhard BuebPublisher: DeustoFormat: tapa blandaLanguage: es-ESRelease date: 1/11/2007ISBN: ISBN 9788423416011
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Synopsis of Marketing y estética
Este libro explora la gestión estratégica de la marca, la identidad y la imagen, mostrando cómo plasmar la estética en logotipos, folletos, envases y anuncios mediante formas y colores, luces y sonidos, aromas y texturas, para vender una experiencia memorable. Los autores analizan las características que hacen atractiva la identidad de una marca, qué estilos y temas son pertinentes en diversos contextos y qué significado transmiten ciertos símbolos visuales. Dirigido a cualquier persona de cualquier empresa de cualquier sector que desee emplear las herramientas de la estética comercial para asegurar la satisfacción y fidelidad de los clientes, mantener una impresión duradera de la marca, imponer un precio superior, protegerse legalmente de la competencia, reducir costes y aumentar la productividad, y hacer que el producto sea irresistible.
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